The Angry Birds merchandise empire continues to break new ground. This time, the feathered phenomenon takes a sling-shot launch into the automotive racing world with a recent partnership with Formula 1 racer Heikki Kovalainen.
Kolvalainen had been expressing his interest in both supporting companies with roots in his native country of Finland, and expanding his partnerships. Rovio Enterainment, being a gaming company, which is a Formula 1 first, is also a Finnish company, so the partnership makes for a great fit.
“This is a great partnership on many levels,” said Heikki Kovalainen. “It’s the first time that I’ve partnered with a gaming company, and it fits with my larger focus on partnering with unique brands. As a Finn, I’m also happy to be backing a Finnish company on a global platform. Most importantly, I’m a big Angry Birds fan!”
A helmet has been made for Kovalainen with Angry Birds inspired design and branding. In addition, a line of co-branded merchandise will be out before summer.
“We’re so excited to be working with Heikki on this, the first partnership of its kind in F1,” said Harri Koponen, EVP Consumer Products at Rovio Entertainment. “The helmet looks amazing, and we think people are really going to enjoy the webgame and merchandise.”
– By: Alexandra Koken